Hospitality in a Post-Covid-19 World: Key Lessons to Thrive
It is not a hyperbole to say that the Covid-19 pandemic has affected every sector across the globe, forcing radical shifts across economies and business landscapes. The travel and hospitality sectors were not spared from its brunt as it had to navigate numerous challenges following a spate of travel bans, border closures and quarantine measures.
After more than two years of tumult, the industry is brightening as there are promising developments that are taking shape that will lift recovery. Major gateway markets across the globe have shifted to an endemic stage, easing travel restrictions at a measured pace for all vaccinated travellers. Of the world's top 50 air travel markets, 28 are now open to vaccinated travellers without quarantine requirements, representing 50 percent of 2019 global demand as measured by revenue passenger kilometres. The International Air Transport Association (IATA) also reported the fastest increase in international tickets sold in January and February this year, since the start of the pandemic. In early February, travel ticket sales were nearly half of that in pre-pandemic February 2019.
Indeed, the industry is showing encouraging signs of recovery that are providing a sense of normality. In tandem, hotel owners and operators today are progressively building on the foundations for post-COVID operations and preparing for a brave new world of hospitality. At Wyndham Hotels and Resorts, marketing and operations form the cornerstone of this endeavour, powered by its 'Owner's First' mentality for property owners and signature 'Count on Me' service culture for guests. With the 'Great Hospitality Reset' rewriting the rules, we have evolved and envisioned new approaches to win the hearts and minds of travellers who are adopting new behaviours, expectations and needs.
Emphasise Health and Safety Standards to Boost Guest Confidence
Health and safety concerns are top of mind for travellers. Their heightened awareness for hygiene means it is imperative for hotels to reassure guests that their properties are committed to the highest levels of cleaning standards and sanitation. Additionally, Corporates and Travel Management Companies (TMC) are now encouraging such standards and expecting suppliers to commit to a greater duty of care to safeguard the wellbeing of employees and travellers. This necessitates new approaches in the way we visibly market and implement these safeguards.
At Wyndham Hotels and Resorts, we have been working closely with our owners to elevate their health and safety protocols whilst retaining the core guest experiences. This is achieved through 'Count on Us', our long-term, multi-faceted health and safety program that is implemented across our properties to instil confidence amongst guests and support our partners as they prepare to welcome back travellers. The program builds upon Wyndham's 'Count on Me' service culture which comprises an extensive series of cleaning and sanitation protocols.
We also expanded our decades-long relationship with Ecolab, a global leader in water, hygiene, and infection prevention technologies, to give our partners access to a suite of industry-standard disinfectant supplies, training, and best practices on creating a better, cleaner stay for guests. This builds on the already high operational standards at our hotels and delivers a consistent cleaning experience across our properties and ultimately a safer environment for our guests when they arrive.
Our hotel team members in Asia Pacific are 'Hygiene Heroes' who champion the new protocols; they are also well-versed in the latest guidance concerning the health and safety of our guests. Recognising the importance of building trust and confidence, we have also taken steps to ensure every guest can see our parade of hygiene efforts with their own eyes. On property, hand sanitizers are strategically placed in prominent areas around the hotel and guests will observe increased frequent cleaning and disinfecting of high-traffic areas such as guest elevators, lobbies, and amenities. To effectively communicate our efforts, our hotels are also provided with a suite of branded collaterals that are used on-property, such as signages and decals emphasising key safety measures and social distancing. In the case of Ramada by Wyndham Singapore at Zhongshan Park, the team went one step further – by creatively using stuffed panda bears, icons of the Singapore Zoo, in the lobby to encourage and remind guests of safe social distancing.
Our 'Count on Us' efforts have placed us at the forefront of health and safety, paving the way for more Travel Management Companies (TMC) to place their trust in Wyndham and book our properties. Additionally, Online Travel Agents (OTA) are now clearly highlighting the hygiene and safety practices being offered at our hotels, including guest ratings that attest to their cleanliness, to signal that their recommendation is a safe place to travel, to drive bookings.
Build An Affinity With a New Breed of Travellers
Beyond maintaining high levels of safety and hygiene, new consumer priorities related to travel have also emerged. Travellers are evolving their attitudes towards wellbeing, looking to cautiously reconnect in a post-COVID world after emerging from a lengthy period of isolation. They are also exploring ways to incorporate nature and the great outdoors in both daily as well as travel routines.
These emerging traveller needs are igniting increased levels of interest in our Wyndham Garden brand amongst guests and owners alike, fuelling the opening of three Wyndham Garden hotels in South East Asia last year and a robust development pipeline of more than 10 properties. Synonymous with nature, Wyndham Garden tastefully integrates lush greenery displays within the hotel to deliver guests a relaxing and inviting atmosphere. Take for example, Wyndham Garden Sukhumvit 42, which recently opened its doors to bring its signature 'Travel at Ease' to our guests in the heart of Bangkok, Thailand. The Japanese-inspired hotel weaves in elements and features that provide a relaxing retreat, boasting a rooftop garden where guests can unwind while enjoying spectacular city views, along with an array of wellness amenities like an outdoor infinity saltwater swimming pool, hot tub spa and gym.
Other properties across the region are also promoting wellness offerings, be it in the form of locally produced and fresh ingredients for on-site restaurants; pampering experiences in a day spa, and even guided tours to picturesque locations that allow our guests to soak into the wonders of nature. For example, Wyndham Grand Nai Harn Beach Phuket provides a package for 2 persons inclusive of accommodation and half day boat trip to Coral Island. Such wellness-focused amenities and offerings have shown to be well received in a more health-conscious era.
According to a recent report by World Travel & Tourism Council (WTTC) and Trip.com Group, the pause in travel has heightened consumers' eagerness to travel more sustainably with over eight in 10 (83%) of global travellers saying they would make sustainable travel a priority in future. In tandem, OTAs are providing 'green' search options on their platforms to allow customers to filter listings based on eco-friendless, thus denoting a shift towards green choices.
With the rise of conscious travellers, hoteliers are also ramping up their 'green' initiatives to operate in a way that is socially, ethically, and environmentally responsible to meet guest demands while sharpening their competitive edge. As the world's largest hotel franchising company, we are in a unique position to help our owners make a meaningful impact on the world, while delivering on our mission to make hotel travel possible for all. This has led us to crystalize 'Wyndham Green', a five-level certification program that engages and educates all stakeholders on best practices to help reduce a hotel's environmental footprint. The program also includes a proprietary environmental management tool that tracks data to help owners improve energy efficiency, reduce emissions, conserve water, and reduce waste.
Many of our Managed and Franchised properties are already answering the call for eco-friendly practices by taking steps to align themselves with the 'Wyndham Green' program. For example, guests are now given the option of skipping their daily housekeeping service, thus reducing the usage of water and other resources. Many hotels have also reimagined simple in room amenities, replacing single-use bathroom amenity plastics with bulk dispensers, or adding a recycling waste bin at room exits. Furthermore, our renovated and new construction hotels are also being evaluated for 'green' enhancements such as fittings and fixtures, from LED lighting right through to energy efficient mechanical equipment such as air conditioning units, in a bid to conserve energy and usage while reducing costs.
Harness Digital Technology to Enhance Guest Experiences
The pandemic has catalysed the adoption of digital technologies which will continue well into the post-COVID world. Travellers are now reliant on apps and technology to stay safe, as well as for convenience.
This is propelling hoteliers to keep pace by embracing technological solutions and apps that allow travellers to perform a host of contactless hotel services such as ordering room service, arranging activities and making in-stay requests, directly from their mobile devices. The Wyndham Rewards Loyalty app is now fully reimagined with new features that streamline the travel experience from browsing to booking. As we explore ways to fully harness its technology following its success in North America, we will continue to work towards a truly contactless experience in the future such as digital check in and check out, as well as keyless entry to guest rooms.
Guided by our 'Owner-First' mindset, Wyndham Hotels & Resorts is rolling out Oracle's OPERA Cloud Property Management system to select hotels, making it one of the first major hotel company to offer the PMS system to its globally located properties. The mobile-enabled platform allows operators to run their hotel from anywhere while team members can untether from the front desk to better serve guests throughout the property. Furthermore, it also seamlessly integrates with our central reservations system, thus enabling the direct flow of rates, inventory and stay restrictions to all our connected key partners, thus providing a more streamlined, efficient, and productive experience in our day to day.
Reward and Re-Imagine Loyalty
In the new normal, guests will continue to be the lifeline of hotels. As such, it is imperative for hotels to continually inspire and earn customer loyalty – whether through elevated guest services or new, innovative offerings.
In a competitive hotel industry, a rewards program can help a hotel drive guest loyalty and lead to direct bookings. That is why we continue to invest in our award-winning Wyndham Rewards loyalty program, which is recognised as the world's most generous hotel rewards program. Through seasonal promotions and campaigns, we continually reward and delight our members with a plethora of enticing perks and points for every direct booking made.
With over 92 million enrolled members around the world, we are constantly looking for new and meaningful ways for members to seamlessly engage with our program and enrol new travellers who may not yet be a part of it. This has compelled us to strike win-win partnerships with transfer partners from major banks to airlines, allowing our loyal customers to easily earn, convert and redeem their points with Wyndham Rewards. It has proven to go a long way in delighting our members, while driving brand engagement.
These multi-faceted initiatives, drawn and shaped from our experiences and constant dialogue with owners and partners, are setting us up on the right path to welcome travellers back. As the hospitality industry heralds a new world of travel, we will and must continue to evaluate and adapt our strategies to meet evolving demands and challenges. It is also about seeing possibilities and being fluid; learning new ideas and strategies, to stay ahead to confidently thrive in the post-pandemic world.
